Food & the Environment: A Consumer's Perspective, Phase Two

Building upon the foundation established in Phase I, Food and the Environment: A Consumer's Perspective, Phase II more closely examines the specific groups which represent the key target markets for earth-sustainable products.

To glean the information contained in this report, a follow-up survey among households that participated in Phase I was conducted, representing 903 Phase I households.

This 64-page strategic report analyzes these four distinct market segments - True Naturals, New Green Mainstream, Affluent Healers, and Young Recyclers - by comprehensively covering the following areas:

• Environmental attributes - what part of the environment is of greatest concern?
• How familiar are they with specific agricultural practices which affect the environment?
• Media and lifestyle - how do the choices of environmentally sensitive respondents compare with the general population?
• Psychographic segment characterization - which factors, defined in terms of personality and character traits, describe the various groups?
• General buying attitudes and behavior - what information about a food product with environmental benefits would have the most significant impact on the consumer?

Phase II provides in-depth attitudinal and demographic information on the 4 segments, while providing key insights on how to market to these consumers.